Market your seasonal accommodation on the internet

Gîtes, bed and breakfasts, camping, here are three tips for marketing your seasonal rentals online.

Define your target

Is this accommodation for families, couples, groups of friends or professionals? What is the age group of the customers? The clientele of the lodgings is older than that of the unusual accommodations. What are the particularities of the proposed accommodation? Short or long stay? What is the geographical origin of the customers? “All these elements make it possible to define its target and to make an effective marketing plan, explains Mickaël Tremel, of the chambers of agriculture of Brittany. For booking accommodation, 93% of people search on the internet and, in 55% of cases, it is done directly online without contact. »

“The first thing to do is to create a Google address to exist and be found when your name is typed on the internet. It’s free, simple and fast, specifies the adviser. A site can be an asset but is not mandatory. Accommodation can be offered via networks (Gîtes de France, Bienvenue à la ferme, etc.) or online booking sites (Booking, Airbnb, Le bon coin, Abritel, Expedia, Tripadvisor, Group gîtes, Large gîtes). »

Have a good marketing plan

When is the best time to market my accommodation? On what tool? To answer these questions, it is important to estimate the indicators of success. “I recommend detailing for each medium the number of reservations, profitability (turnover compared to cost), visibility, he says. Networks like Gîtes de France, etc. do not necessarily lead to reservations, but bring credibility. And we must not forget the visibility offered by the presence on the platforms. To make an accurate estimate, you have to ask holidaymakers where they come from and where they got your contact. »

Manage customer reviews and calendars

Nearly 83% of holidaymakers read reviews on the internet and 77% of them say they refer to them. It is therefore important to encourage customers to leave some, but also to monitor their e-reputation (Google alerts, etc.), and above all to respond to all opinions, especially negative ones. “You have to remain professional, thank the author for his remarks, recontextualize while remaining factual. It is also necessary to know how to recognize its wrongs, explain the solutions envisaged, the ways of improvement and propose to exchange in private. Don’t worry, however, 70% of opinions on the internet are positive. These improve the conversion rate and the average basket.

On the booking side, beyond two to three calendars, manual management can be complicated, with the risk of error and overbooking. “Besides paying a commission when people haven’t come, it’s especially very bad for its image and very disappointing for customers. The solution is the synchronization of all the calendars into one (iCal connection, Google calendar, Channel manager which manages availability and prices for 30 euros/month).

The expert

“Do not put all your goods on the same site”

Mickaël Tremel, adviser on short circuits for the Chambers of Agriculture of Brittany

“It is estimated that we should not exceed 40% of reservations on centers like Booking. Beyond that, we become too dependent. Do not give all your availability. It is necessary to take reservation sites as solutions providing visibility, especially in off-peak periods, but in the summer, there is no point in paying a commission. If you have a website, it must take precedence and remain the basis of marketing. Be sure to always use the name of the structure in the advertisements in order to be easily found and to take direct reservations. »

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Market your seasonal accommodation on the internet